The work

Australia has one of the most sophisticated coffee cultures in the world. Standards are high. Expectations are higher. Segafredo, roasted in Melbourne and one of Italy's most celebrated coffee brands since 1973, was launching eight products into more than 900 Woolworths stores nationwide. In an aisle that is crowded, a "now in Woolworths" ad wasn't going to cut it. So we brought Take Your Shot, Segafredo's global platform, to life in Australia for the first time. Segafredo became the coffee for people with a have-a-go spirit, the constant for Australians who back themselves, fuelling the push, the win and the pause. We cast three Australians and matched each one to a range. Sam Mac, one of Australia's most recognisable media personalities, whose career has been built on embracing opportunity, fronted the Big Shot with instant. Brody Searle, filmmaker and endurance athlete, took the Personal Shot with beans. Celeste Joan, content creator and actress, took the Daily Shot with capsules. We filmed them interview-style, and let them tell their own stories. Segafredo was in every shot, but the stories were theirs. Then we followed shoppers to the shelf. Out of home ran on shopperlites, bus stops and shopping centre ads near Woolworths stores, and Cartology banners put the range on Woolworths' own website. Paid ran across Meta, YouTube and TikTok, with every end frame landing on "Now at Woolworths". A hundred creators got PR boxes and turned them into 133 pieces of content, reaching a combined following of 2.2 million. Plenty filmed Segafredo in their morning routine or on the shelf at their local Woolies, and plenty more did honest first taste tests. Organic posts on Segafredo's own Instagram and our community team kept things moving between the hero drops.